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Santam’s new television commercial asks “what could go wrong?”

We live in interesting times. Influenced by advances in science and technology, the world is undergoing significant change, modifying how and where we live, as global climate change becomes a certainty.  It’s the age of invention. Artificial Intelligence is a part of life, cars are driving themselves, drones are delivering our food and our homes are smarter than ever before. And this is just the beginning.

It is in the context of a wave of momentous change that South Africa’s leading general insurer, Santam launches a brand new TV commercial entitled “What Could Go Wrong?” as part of its broader brand campaign. The television commercial depicts scenarios from the surge of innovation currently underway and alongside possible risks that need to be managed in advance, making you think: In a world where things go wrong, wouldn’t you rather be with the insurer that makes it right?

Mokaedi Dilotsotlhe, Santam’s Executive Head of Marketing and Brand says innovation has become the only constant in a world where we’ve barely begun to comprehend the full implications of accelerated change. “As insurers, it’s our responsibility to anticipate what’s ahead and ask the right questions. This entails using new technologies to measure and mitigate risk in ways that would have been unfathomable just a decade ago. Invention is wonderful but we know it’s accompanied by risk. That’s why we’re staying abreast of what’s coming so that we can properly prepare for it.”

Santam’s new campaign also sets out to reinforce its message of Insurance, Good and Proper. As one of South Africa’s first insurance companies, Santam has always maintained its position that there is a right way to do insurance. “With this campaign, we’re saying that we’ve already started answering questions about emerging risks in a future that’s as vague as it is familiar,” says Dilotsotlhe.

Conceptualised by the King James Group, the TV campaign provides a view into a future that’s fast becoming a current reality.  Devin Kennedy, Executive Creative Director at King James says, “Digital disruptions are happening so fast it’s hard to keep up. A bold insurer identifies rising trends and quickly adapts to underwrite new risks. In this commercial, Santam shows that they’re at the forefront of technological change and are already asking the difficult question of “What Could Go Wrong?”

The TV campaign was preceded by national radio advertisements and a series of digital elements called ‘What I’d Rather Do’ which depicts the humorous lengths people are prepared to go to, rather than claim from their insurer.  The “What Could Go Wrong” television campaign can be viewed in digital video format across Santam’s digital and social media platforms: Facebook, Twitter, Instagram and YouTube.


Agency: King James Group

Chief Creative Officer: Alistair King

Executive Creative Director: Devin Kennedy, Matt Ross

Creative Director: Damian Bonse

Copywriter: Jared Osmond, Emma Drummond

Strategist: Nicky Rush

Client service: Ashleigh Lambert, Nicole Fourie, Lisa Coates, Jessy Whitely, Andrew Beattie

Agency Producer: Katherine Jones (Group Executive Producer)

Music: Theo Crous

Sound Engineer: Stephen Webster from The Workroom

Production House: Velocity Films

Director: Erik van Wyk

Producer: Peta Sacke, Karen Kloppers

Editor: Saki Bergh

Post: Black Ginger


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